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The team at Poundland may be "proud" over its saucy elf on a shelf social media campaign - but they appear to have upset those at the official 'The Elf on the Shelf' headquarters.

In a tweet yesterday the bargain retailer showed a picture of an elf 'tea-bagging' what looks like a Barbie doll.

Now in a latest twist to the bizarre social media storm, the press relations team at The Elf on the Shelf has defended their "caring, kind" elves - insisting those in the images "could never work for Santa".

They hit out at the "disturbing images" circulating on social media in a bid to clear up any "confusion" with their family-friendly brand.

Speaking yesterday (December 21) about the furore over the cheeky snap, Poundland marketing director Mark Pym said: "The love on Facebook has been overwhelming, and that’s because it connects with our shoppers.

"We’re proud of a campaign that’s only cost £25.53 and is being touted as the winning marketing campaign this Christmas!"

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